How Nigerian Entrepreneurs Are Leveraging Tiktok To Grow Their Brands

In the past, when someone mentioned growing a business in Nigeria, your mind would likely jump to fliers, radio jingles, cold calls, and if the budget allowed — a slot on NTA. But in 2025, the landscape has shifted drastically. One unlikely platform has emerged as the crown jewel of brand growth for Nigerian entrepreneurs — TikTok.

Yes, that same app known for dance challenges, funny skits, and viral slang has become a powerful weapon for serious business minds in Nigeria. From fashion designers in Yaba to bakers in Port Harcourt, tech bros in Lekki to makeup artists in Enugu — entrepreneurs are using TikTok not just for clout, but to grow real, sustainable brands.

So how are they doing it? And more importantly, how can you as an entrepreneur plug into this wave and ride it to the top?

In this blog post, we’ll break it all down — from strategies to success stories, the algorithm to audience engagement, and everything in between. So grab a chilled drink, plug in your charger, and let’s dive into the world where TikTok meets entrepreneurship, Nigerian-style.

Why TikTok? Why Now?

Before we explore the how, let’s talk about the why. Why is TikTok such a big deal for Nigerian entrepreneurs?

1. Massive Organic Reach

Unlike Instagram or Facebook, where you practically have to pay before your content gets seen, TikTok offers unmatched organic growth. A simple video can go viral overnight, with zero ad budget.

For small business owners with limited funds, this is a dream come true. You don’t need ₦1 million to trend. You just need creativity, timing, and a little consistency.

2. Nigerians Love Vibes

Let’s not lie — we Nigerians love enjoyment. We love to laugh, gist, and share content that makes us smile. TikTok is a playground for this, and businesses that bring value with entertainment always win.

Whether it’s a hair vendor dancing while showing off wigs, or a tech guy doing a skit on coding stress — content that educates and entertains thrives here.

3. Video is the New Currency

In today’s digital world, video content converts better than any other format. TikTok is a short-form video hub, which makes it the perfect place to showcase your product, service, or personal brand in motion.

A makeup artist can show a 15-second transformation. A chef can show how suya is made. A tailor can do a behind-the-scenes on making aso-ebi dresses.

Videos sell. TikTok amplifies them.

Nigerian Entrepreneurs Winning on TikTok

Let’s take a look at some Nigerians who are already making serious waves on TikTok and what we can learn from them.

1. Softmadeit (@softmadeit)

Originally known as a dancer, Softmadeit has evolved into a brand. His unique content style — mixing high-energy dance with fashion and branding collabs — has earned him millions of followers and endorsement deals. He’s not just dancing for vibes; he’s monetizing it.

Lesson: Use your talent as a brand. Consistency + uniqueness = visibility.

2. Berby Picxy (@berby_picxy)

Berby is a hairstylist who blew up on TikTok by creatively showcasing her installations and wig transformations. Her videos are not just tutorials, they are shows. She adds drama, music, and commentary that hooks her audience.

Lesson: Don’t just show your product — create an experience around it.

3. Ewa Agoyin Lagos (@ewaagoyinlagos)

A simple food brand turned viral sensation. This entrepreneur turned cooking ewa agoyin into a national brand through food-plating videos, customer reaction clips, and comedic food skits. Orders began to roll in from across Lagos, and now even internationally.

Lesson: Everyday things can trend. You just need creativity and the courage to show your process.

4. Oma’s Fashion World (@omasfashionworld)

A plus-size fashion brand using real Nigerian women to model clothes in engaging, relatable TikTok content. By mixing fashion with storytelling, Oma has created a community around her brand, not just customers.

Lesson: Representation sells. Show your customers that they’re part of your story.

How Nigerian Entrepreneurs Are Using TikTok to Grow

Now let’s break down the strategies that entrepreneurs in Nigeria are using on TikTok to build and scale their businesses.

1. Storytelling Over Selling

Nigerians are tired of seeing “Buy now! Buy now!” content. TikTok entrepreneurs are realizing that relatable stories sell better than hard pitches.

A tailor shares a skit about a client that brought “style inspiration” that looks nothing like the finished outfit.

A tech founder jokes about PHCN taking light during a Zoom pitch.

A baker documents how they went from frying puff-puff on the street to opening a mini bakery.

Why it works: People connect with people, not logos. Tell your story.

2. Behind-the-Scenes Content

One powerful trend on TikTok is “how it's made.” People want to see the process.

A soap maker shows how she mixes her ingredients.

A shoe brand shows how they handcraft each pair.

A logistics company shows a delivery journey from warehouse to doorstep.

Pro tip: Show your face. It builds trust.

3. Jumping on Trends — Smartly

Nigerian entrepreneurs are no longer ignoring trends. They’re adapting them to their niche.

A skit trend about “who’s most likely to” becomes “which customer is most likely to owe me.”

A dance trend is used to show off new fashion arrivals.

A viral sound becomes the background for “a day in the life of a Lagos entrepreneur.”

Caution: Always tailor the trend to your niche. Don’t just follow the crowd blindly.

4. Collaborations and Duets

TikTok is not a solo sport. Nigerian entrepreneurs are using duets and collaborations to grow.

A chef duets a food critic reacting to their jollof.

A stylist collabs with an influencer to style 5 looks in 5 minutes.

A skincare brand reacts to customer reviews with gratitude and humor.

This builds community and increases visibility. And if you tag the right person? You might go viral just by association.

5. Educational and Value-Packed Content

Believe it or not, TikTok users love to learn. Smart Nigerian entrepreneurs are using short videos to teach and convert.

A finance coach explains how to save money as a student.

A business consultant gives tips on CAC registration.

A digital marketer shows how to set up Facebook Ads.

The goal: Teach. Then sell.

6. Live Sessions and Flash Sales

TikTok Live is becoming the new version of “selling in traffic.” Nigerian sellers go live, showcase their products, offer flash sales, and interact with viewers in real time.

Some even dance, gist, and laugh while selling, turning lives into mini variety shows.

Key tip: Have good lighting, stable internet, and your product ready.

The Monetization Angle

Growing your brand on TikTok is good — but how does it translate into money?

Here are ways Nigerian entrepreneurs are cashing out:

Sales of products/services directly from TikTok.

Collaborations with brands (influencer marketing).

Paid TikTok shop partnerships.

Driving traffic to websites or Instagram stores.

Selling courses, ebooks, or consultations.

Affiliate marketing and brand sponsorships.

Some even earn through the TikTok Creator Fund or by converting followers into paying clients.

From TikTok Views to Business Growth: The Blueprint

Want to grow your Nigerian brand on TikTok? Here’s a simple game plan:

1. Pick a niche. Don’t try to be everything. Focus on one thing — food, fashion, finance, tech, etc.

2. Post consistently. At least 3–4 times a week. TikTok rewards frequent posting.

3. Engage with your audience. Reply to comments, go live, do Q&As.

4. Use Nigerian context. Speak Pidgin, Igbo, Yoruba, Hausa — your audience will feel seen.

5. Track what works. If a video goes viral, do more like that. TikTok is all about momentum.

6. Cross-promote. Direct your TikTok traffic to Instagram, WhatsApp Business, or your website.

7. Stay authentic. Don’t copy blindly. Let your true personality shine through.

Final Thoughts: TikTok Is Not Just for Kids

Gone are the days when TikTok was only seen as a “Gen Z app for dancing and trends.” Nigerian entrepreneurs are turning the platform into a digital marketplace, a brand-building engine, and a content goldmine.

If you’re sleeping on TikTok in 2025, you’re leaving visibility — and money — on the table.

You don’t need to be a comedian or a dancer. You just need to show up, be consistent, and speak your audience’s language. Your customer is on TikTok — probably scrolling right now. The question is, will they find you?